Morrisons boosts store navigation with AI-powered product finder

GlobalData

Wed, Jul 9, 2025, 9:20 AM 2 min read

UK supermarket chain Morrisons has introduced a new Product Finder feature in its mobile app to improve the shopping experience for its customers.

The tool, developed using Gemini AI models on Google Cloud's platforms such as BigQuery and Cloud Run, enables shoppers to swiftly find products within stores, even during busy times.

During the Easter 2025 period, the product finder registered 50,000 uses per day.

Customers can enter a product name into the app and promptly receive details about the item's aisle and specific location in the store - particularly beneficial when stores temporarily change their layouts.

Morrisons chief data officer Peter Laflin stated: "Having all our data in BigQuery has allowed Morrisons to create new solutions for customers that wouldn't have been possible before.

The app uses Cloud Run to process search terms entered by customers. Gemini AI models analyse these terms and match them with Morrisons' detailed product codes.

These codes are then queried against BigQuery, which contains extensive data on product availability and location across all Morrisons supermarkets. The resulting information is quickly communicated back to users.

Commenting on the technology implementation, Google Cloud UK and Ireland and Sub-Saharan Africa vice-president Mauren Costello stated: "This is about removing friction from the shopping journey.

"By combining the power of Google Cloud's data platform with the reasoning capabilities of Gemini, Morrisons can now directly answer a customer's most immediate need — 'where is this item?' — in a simple and intuitive way."

Morrisons operates 500 supermarkets and 1,600 Morrisons Daily stores nationwide and offers an online delivery service that reaches more than 97% of UK postcodes.

In June 2025, the supermarket chain disclosed a 3.9% increase in like-for-like sales for the second quarter (ended 27 April 2025) with total sales up 4.2% to £3.9bn ($5.2bn).

"Morrisons boosts store navigation with AI-powered product finder" was originally created and published by Retail Insight Network, a GlobalData owned brand.

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